Microsoft Beats Google, Yahoo in Total Time Spent Online

ComScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released a study of online engagement at the top worldwide properties based on data from its comScore World Metrix service. The study found that Microsoft Sites captured nearly 15 percent of time spent online worldwide in September, making it the most engaging global property, followed by Google Sites and Yahoo! Sites., which continues to see significant growth on a worldwide basis, was the fourth most engaging destination with visitors spending 1.4 billion hours on the site in September, up 193 percent from the previous year.

In September 2009, nearly 27 billion hours were spent on the Internet globally by a record online population of 1.2 billion Internet users age 15 and older. Microsoft Sites accounted for 14.5 percent of total minutes spent online in September, making it the most engaging global property, with Microsoft’s Windows Live Messenger representing nearly 70 percent of time spent on the property during the month. Google Sites captured 9.3 percent of total minutes (2.5 billion hours), with YouTube accounting for nearly half of total time spent (1.2 billion hours) at the property. Yahoo! Sites ranked as the third most engaging Web property at 1.7 billion hours, followed by at 1.4 billion hours. Facebook’s share of attention reached 5.1 percent in September, an increase of 2.9 percentage points from the previous year, as its continued growth in popularity precipitated this surge in share.

Top Global Properties Based on Total Hours
September 2009 vs. September 2008
Total Audience Age 15+ at Home/Work Locations*
Source: comScore World Metrix
Total Hours (MM)
Sep-2008 Sep-2009 % Change
Total Internet : Total Audience 21,746 26,988 24
Microsoft Sites 2,734 3,920 43
Google Sites 1,703 2,512 48
Yahoo! Sites 1,975 1,699 -14 474 1,387 193
Tencent Inc. 589 893 52
AOL LLC 584 513 -12
eBay 231 239 3
Fox Interactive Media 361 204 -44 Inc. 175 163 -7
Lycos Sites 59 107 81

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Global Regions Exhibit Different Preferences at Top Online Brands

A regional analysis of the top global properties in time spent by their visitors revealed different preferences across global markets. Microsoft Sites held the largest share of time spent among the top worldwide properties in Europe (16.8 percent), Latin America (35.9 percent) and the Middle East – Africa (33.1 percent). Yahoo! Sites captured the largest share of time in North America with 11.2 percent share, while also attracting a notable 7.9-percent share of time spent in the Asia Pacific region. Google Sites commanded a strong share of time spent in Latin America (19.4 percent), Middle East – Africa (9.7 percent), Europe (9.6 percent) and North America (9.1 percent). China’s Tencent Inc. captured the largest share of visitors’ time in Asia Pacific with a 10.7-percent share, but had negligible engagement in other worldwide regions.